Podcast
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Who are some of the sellers of cruises?
Who are some of the sellers of cruises?
Apart from travel agents, who else can be motivators for selling cruises?
Apart from travel agents, who else can be motivators for selling cruises?
Who is mentioned as someone who can sell cruises based on their experience?
Who is mentioned as someone who can sell cruises based on their experience?
WHO SELLS CRUISES?
WHO SELLS CRUISES?
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People who’ve been on ______ sell ______.
People who’ve been on ______ sell ______.
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A travel agent’s recommendation can be a ______.
A travel agent’s recommendation can be a ______.
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SIX CATEGORIES OF CRUISE CONSUMERS
SIX CATEGORIES OF CRUISE CONSUMERS
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Constitute the largest segment of cruisers (33%)
Constitute the largest segment of cruisers (33%)
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They respond positively to the cost-saving
value of a cruise
They respond positively to the cost-saving value of a cruise
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Perceive cruising as a fun family vacation
Perceive cruising as a fun family vacation
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They are between 57 and 75 yrs. old.
They are between 57 and 75 yrs. old.
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Second largest segment of cruisers (20%)
Second largest segment of cruisers (20%)
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They are fun loving and family oriented
They are fun loving and family oriented
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They’re little more adventurous &
gregarious than the restless baby boomers.
They’re little more adventurous & gregarious than the restless baby boomers.
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They are in their early 40’s.
They are in their early 40’s.
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Represent 16% of today’s cruisers
Represent 16% of today’s cruisers
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Over well-traveled, and like the pampering & fine
dining available onboard cruise ships.
Over well-traveled, and like the pampering & fine dining available onboard cruise ships.
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The ship is as important to them as the destination.
The ship is as important to them as the destination.
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These travellers seek shopping opportunities during the
cruise.
These travellers seek shopping opportunities during the cruise.
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They prefer cruises that offer a wide variety of shops
on-board and ports with shopping destinations.
They prefer cruises that offer a wide variety of shops on-board and ports with shopping destinations.
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14% or current cruisers.
14% or current cruisers.
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Cost isn’t a major issue for them.
Cost isn’t a major issue for them.
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In young middle age (ave. 52 years old), they’re
cultured, well educated, experienced and active.
In young middle age (ave. 52 years old), they’re cultured, well educated, experienced and active.
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Are small (11%) but influential segment of the cruise
market
Are small (11%) but influential segment of the cruise market
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Destinations are far more important to them than the
ship itself
Destinations are far more important to them than the ship itself
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They’re well educated & use their sightseeing to learn
even more.
They’re well educated & use their sightseeing to learn even more.
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They’re older (ave. 64) yet still very active.
They’re older (ave. 64) yet still very active.
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Smallest segment (6%) and the oldest.
Smallest segment (6%) and the oldest.
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They possess an unusual knowledge of ships &
itineraries
They possess an unusual knowledge of ships & itineraries
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They like longer cruises & very flexible in their cruise
choices.
They like longer cruises & very flexible in their cruise choices.
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equal for all passengers.
equal for all passengers.
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Itineraries, destinations and cabin locations are the
main factors segmenting the cruise industry
Itineraries, destinations and cabin locations are the main factors segmenting the cruise industry
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Cruise lines offer diverse itineraries to appeal different
markets.
Cruise lines offer diverse itineraries to appeal different markets.
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Passengers in this category have income from
$20, 000 -$39, 000
Passengers in this category have income from $20, 000 -$39, 000
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Carnival Cruises are popular with this market.
Carnival Cruises are popular with this market.
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types of cruise market
types of cruise market
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Passengers in this category have income from $ 40,000
- $ 59, 000.
Passengers in this category have income from $ 40,000
- $ 59, 000.
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This is the largest portion of the cruise market.
This is the largest portion of the cruise market.
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Princess Cruises and Norwegian Cruises are popular
with this market.
Princess Cruises and Norwegian Cruises are popular with this market.
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income of mass market
income of mass market
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income of middle market
income of middle market
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what cruise line is popular to mass market
what cruise line is popular to mass market
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cruise line popular to middle market
cruise line popular to middle market
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income for luxury market
income for luxury market
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This market level offers superior service and cuisine.
This market level offers superior service and cuisine.
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Passengers in this category have income in excess of
$60,000.
Passengers in this category have income in excess of $60,000.
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The location of the cabin on a cruise ship may be the
only distinction that separates passengers
The location of the cabin on a cruise ship may be the only distinction that separates passengers
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Larger staterooms are on---
Larger staterooms are on---
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Some rooms on top decks have
Some rooms on top decks have
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Cabins on the upper decks are the most
Cabins on the upper decks are the most
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Cabins located on the outside of the upper decks have
Cabins located on the outside of the upper decks have
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Cabins located on the inside and lower decks have
Cabins located on the inside and lower decks have
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designed for efficient use of space.
designed for efficient use of space.
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ELEMENTS OF A CRUISE SHIP
ELEMENTS OF A CRUISE SHIP
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Cruises are usually circle trips, departing and returning to the
same port city
Cruises are usually circle trips, departing and returning to the same port city
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Prior to setting sail, passengers give an imprint of their credit
card to open an account on board the ship. All purchases on
board the ship are charged to the account. Passengers settle
their charges at the end of the trip
Prior to setting sail, passengers give an imprint of their credit card to open an account on board the ship. All purchases on board the ship are charged to the account. Passengers settle their charges at the end of the trip
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Cruise passengers are required to go through a ______________.
Some ships issue passengers aplastic card that serves as their
cabin key, boarding pass, and ID for coming back from visiting a
port of call.
Cruise passengers are required to go through a ______________. Some ships issue passengers aplastic card that serves as their cabin key, boarding pass, and ID for coming back from visiting a port of call.
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Formal and informal dining seating arrangements may be for 2 or
10. Menus may be theme related or haute cuisine. Buffet service
available for casual dining. Pizza bars, ice cream bars, and other
treats available throughout the day. Midnight buffets are a
festive occasion.
Formal and informal dining seating arrangements may be for 2 or 10. Menus may be theme related or haute cuisine. Buffet service available for casual dining. Pizza bars, ice cream bars, and other treats available throughout the day. Midnight buffets are a festive occasion.
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Each night the program activities for the subsequent day is put in
the passenger s room. This information helps passengers plan
their activities.
Each night the program activities for the subsequent day is put in the passenger s room. This information helps passengers plan their activities.
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CRUISE PASSENGERS (7)
CRUISE PASSENGERS (7)
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CRUISE PASSENGERS: with the variety of activities on a ship, it is easy
to stay busy
CRUISE PASSENGERS: with the variety of activities on a ship, it is easy to stay busy
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CRUISE PASSENGERS: Special activities are designed for children so
parents can relax and enjoy.
CRUISE PASSENGERS: Special activities are designed for children so parents can relax and enjoy.
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CRUISE PASSENGERS: Casino offers entertainment for passengers
interested in playing.
CRUISE PASSENGERS: Casino offers entertainment for passengers interested in playing.
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CRUISE PASSENGERS: Special occasions are
often celebrated on cruise ships.
CRUISE PASSENGERS: Special occasions are often celebrated on cruise ships.
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CRUISE PASSENGERS: Passengers decide whether
or not to participate in activities. Pools are available for
lounging and sunning, spas are available at an extra
expense.
CRUISE PASSENGERS: Passengers decide whether or not to participate in activities. Pools are available for lounging and sunning, spas are available at an extra expense.
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CRUISE PASSENGER: Ships provided the opportunity to meet
others.
CRUISE PASSENGER: Ships provided the opportunity to meet others.
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CRUISE PASSENGERS: Cruise lines have
developed “ theme cruises” to appealed to many
special interest groups, i.e., whale watching wine
tasting, etc.
CRUISE PASSENGERS: Cruise lines have developed “ theme cruises” to appealed to many special interest groups, i.e., whale watching wine tasting, etc.
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POPULAR CRUISE DESTINATIONS
POPULAR CRUISE DESTINATIONS
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Transportation to the embarkation port may be
included with a cruise package.
Transportation to the embarkation port may be included with a cruise package.
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By packaging the flight and cruise together, passengers
only have to communicate with one company regarding
their reservations.
By packaging the flight and cruise together, passengers only have to communicate with one company regarding their reservations.
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If flights are delayed, the ship may delay sailing to wait
for the bulk of passengers, or passengers may be flown
to meet the ship at the next port.
If flights are delayed, the ship may delay sailing to wait for the bulk of passengers, or passengers may be flown to meet the ship at the next port.
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Shuttle service between the airport and the port is
usually included.
Shuttle service between the airport and the port is usually included.
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Many cruises are promoted through agencies,. Cruise
lines have sales team who go to individual agencies to
assist with advertising and sales promotion of their
cruise line.
Many cruises are promoted through agencies,. Cruise lines have sales team who go to individual agencies to assist with advertising and sales promotion of their cruise line.
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Sales incentives are offered to agents to influence them
to promote one cruise line over another.
Sales incentives are offered to agents to influence them to promote one cruise line over another.
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the main promotional tool.
the main promotional tool.
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offered to agents to influence them
to promote one cruise line over another.
offered to agents to influence them to promote one cruise line over another.
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promote an opportunity for a timely
response.
promote an opportunity for a timely response.
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Glassware, cruise line clothing, towels and other
souvenirs in the gift shops.
Glassware, cruise line clothing, towels and other souvenirs in the gift shops.
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Cruise line utilize television advertising to reach mass
markets and magazines to cater to particular market
segments
Cruise line utilize television advertising to reach mass markets and magazines to cater to particular market segments
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Direct mailings are frequently used to follow up with
cruise customers, and email is used to deliver
newsletters and alert cruisers of upcoming specials.
Direct mailings are frequently used to follow up with cruise customers, and email is used to deliver newsletters and alert cruisers of upcoming specials.
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TWO DIVISIONS OF CRUISE SHIP’S PERSONNEL
TWO DIVISIONS OF CRUISE SHIP’S PERSONNEL
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Cruise lines divide operations onboard their ships into 2 broad
categories:
Cruise lines divide operations onboard their ships into 2 broad categories:
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SAILING OPERATIONS (4)
SAILING OPERATIONS (4)
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HOTEL OPERATIONS
HOTEL OPERATIONS
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Administers day-to-day affairs. (management of
passenger accounts, mail, messages, printing, the
storing of valuables, and immigration and customs
requirements)
Administers day-to-day affairs. (management of passenger accounts, mail, messages, printing, the storing of valuables, and immigration and customs requirements)
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Orchestrates the operation & booking of port-based
packages
Orchestrates the operation & booking of port-based packages
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Sometimes called the concierge with broader
responsibilities such as booking, customized port
experiences, changing flights, etc.
Sometimes called the concierge with broader responsibilities such as booking, customized port experiences, changing flights, etc.
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Coordinate all entertainment & international activities
that take place as part of cruise experience.
Coordinate all entertainment & international activities that take place as part of cruise experience.
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Controls the preparations & serving of all food and
beverages.
Controls the preparations & serving of all food and beverages.
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Supervises the assistant or sous chef, food preparers &
other kitchen staff.
Supervises the assistant or sous chef, food preparers & other kitchen staff.
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Manages all stateroom public space & other shipboard
cleaning.
Manages all stateroom public space & other shipboard cleaning.
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Overseas the serving the meals & drinks.
Overseas the serving the meals & drinks.
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Watches over the dining room maitred, table captains
& busboys.
Watches over the dining room maitred, table captains & busboys.
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Also overseas the bartenders drink servers & wine
steward.
Also overseas the bartenders drink servers & wine steward.
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In charge of both operational sectors.
In charge of both operational sectors.
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Also attends certain social functions onboard so that
passengers can get to know him better
Also attends certain social functions onboard so that passengers can get to know him better
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Supervises the running of the engine room.
Supervises the running of the engine room.
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Provides medical services needed
Provides medical services needed
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He/ She oversees in-room satellite programming, shipto-shore phone calls, internet service, and all other
shipboard communications system.
He/ She oversees in-room satellite programming, shipto-shore phone calls, internet service, and all other shipboard communications system.
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LAND-BASED OPERATIONS (7)
LAND-BASED OPERATIONS (7)
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May be the principal or sole owner of the cruise line
(CEO)
May be the principal or sole owner of the cruise line (CEO)
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Research dev’t promotion & follow up of the cruise
line’s products
Research dev’t promotion & follow up of the cruise line’s products
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Oversees the actual selling of cruises, (travel agency or
public).
Oversees the actual selling of cruises, (travel agency or public).
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Administers all financial issues.
Administers all financial issues.
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Responsible for all onboard & shore-side activities.
Responsible for all onboard & shore-side activities.
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Hotel operations- shipboard hotel-type services.
Hotel operations- shipboard hotel-type services.
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Marine operations- handles logistics & technical
factors.
Marine operations- handles logistics & technical factors.
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Represents the cruise line to major agency chain,
usually those in a preferred supplier relationship.
Represents the cruise line to major agency chain, usually those in a preferred supplier relationship.
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Orchestrates all group sales, marketing & operational
activities.
Orchestrates all group sales, marketing & operational activities.
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The personal care department of a cruise ship offers
many services to passengers. The main goal of any
beauty service is to pamper the cruise line’s guests.
The personal care department of a cruise ship offers many services to passengers. The main goal of any beauty service is to pamper the cruise line’s guests.
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Is in charge of the spa, beauty and fitness division of
the cruise ship.
Is in charge of the spa, beauty and fitness division of the cruise ship.
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She oversees a number of staff members and
supervises their training to ensure their services meet
the cruise line’s standard.
She oversees a number of staff members and supervises their training to ensure their services meet the cruise line’s standard.
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Responsible of promoting the various activities offered
on board as well as products offered for sale.
Responsible of promoting the various activities offered on board as well as products offered for sale.
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Responsible of promoting the various activities offered
on board as well as products offered for sale
Responsible of promoting the various activities offered on board as well as products offered for sale
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HAS 43,800 and $6,700 per month SALARY
HAS 43,800 and $6,700 per month SALARY
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SALARY OF SPA MANAGER
SALARY OF SPA MANAGER
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SALARY OF BEAUTY THERAPIST
SALARY OF BEAUTY THERAPIST
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SALARY OF HAIR STYLIST
SALARY OF HAIR STYLIST
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SALARY OF MASSAGE THERAPIST
SALARY OF MASSAGE THERAPIST
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SALARY OF PHOTOGRAPHER
SALARY OF PHOTOGRAPHER
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Provides overall beauty care to clients, including skin care,
hair and body.
Provides overall beauty care to clients, including skin care, hair and body.
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Teach clients how to use make-up and other beauty
products as part of the job.
Teach clients how to use make-up and other beauty products as part of the job.
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HAS $2,400 to $4,200 per month SALARY
HAS $2,400 to $4,200 per month SALARY
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Cut and style hair, as well as color and perm it.
Cut and style hair, as well as color and perm it.
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Make between $2,200 to $4,400 plus tips and commission
Make between $2,200 to $4,400 plus tips and commission
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offers variety
of massages, including relaxation, deep tissue and sport
massages.
offers variety of massages, including relaxation, deep tissue and sport massages.
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Responsible for keeping full schedule.
Responsible for keeping full schedule.
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To do this, she interacts with cruise ship guests in a variety
of venues that encourage guests to visit the spa
To do this, she interacts with cruise ship guests in a variety of venues that encourage guests to visit the spa
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$2,800 and $4,500 per month plus gratuities
$2,800 and $4,500 per month plus gratuities
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Spend everyday photographing happy passengers while
visiting exotic locations.
Spend everyday photographing happy passengers while visiting exotic locations.
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Base salaries of $700 per month plus commissions, lodging
and meals
Base salaries of $700 per month plus commissions, lodging and meals
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Many largest cruise ships employ up to -----
photographers
Many largest cruise ships employ up to ----- photographers
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To succeed, a cruise photographer must sell photos.
To succeed, a cruise photographer must sell photos.
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Shipboard photographer will improve images, add borders,
imprint logos and print the results in a variety of formats.
Shipboard photographer will improve images, add borders, imprint logos and print the results in a variety of formats.
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All cruise staff must maintain neat, professional
appearance, in uniform, ready to assist passengers no
matter what their needs.
All cruise staff must maintain neat, professional appearance, in uniform, ready to assist passengers no matter what their needs.
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All staff assist during safety drills and in times of
emergency, with focus toward passenger safety.
All staff assist during safety drills and in times of emergency, with focus toward passenger safety.
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Study Notes
Who Sells Cruises?
- The primary sellers of cruises are travel agents.
- People who have personal experience with cruises, having been on one themselves, also sell cruises.
Other Motivators
- Recommendations from travel agents can motivate people to buy cruises.
- Advertisements (ads) can influence people to purchase cruises.
- Brochures can serve as a motivator for buying cruises.
- Articles about cruises can motivate people to make a purchase.
Studying That Suits You
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Description
Test your knowledge about who sells cruises and the various motivators that influence people to book a cruise. Explore the different sources and recommendations that drive cruise sales, from travel agents to personal experiences and marketing materials.
